Diffuse Tuscany, that of small towns: in the mountains, on the hills or on the coast. That of the villages and the thousand treasures, hidden or not. It is the theme of the twelfth edition of Arcobaleno d’Estate, presented today at Palazzo Strozzi Sacrati in Florence. A container of events, which from 19 to 25 June will enliven Tuscany, promoted by the Region together with La Nazione with the support of Toscana Promozione Turistica, Fondazione Sistema Toscana and Vetrina Toscana and with the participation of trade associations.
The presentation was attended by the president Eugenio Giani, the directors of Toscana Promozione Turistica, Francesco Tapinassi, and of Fondazione Sistema Toscana, Francesco Palumbo. Also sitting at the table were the general director and president of Confcommercio Toscana, Franco Marinoni and Aldo Cursano, as well as the head of the Tourism area of Confesercenti Toscana, Maila Bettaccini. Together with them, the deputy director of La Nazione Luigi Caroppo and some mayors and councilors of municipalities and representatives of trade associations involved in the initiatives.
“A landmark event that marks the beginning of summer – said President Giani -. Since the first edition it has represented the symbol of collaboration between the Region, the Nation, regional agencies and trade associations. An initiative that has grown year after year, thanks to great team work, capable of enhancing that sense of identity which is the essence of this region. Moving from the cities of art to the villages, from the mountains and the hills, up to the sea”. For the regional councilor for tourism Leonardo Marras “it is an unmissable event, which symbolically kicks off the summer. This year too, a week of events, shows and initiatives of various kinds is organized throughout the regional territory, to celebrate the summer solstice and thus wish good luck to all tourism operators who are preparing to experience the months more intense in the name of the quality hospitality that distinguishes Tuscany”.
“Diffuse Tuscany – added Francesco Tapinassi – is a strategic theme on which the Agency works constantly through the relationship with the territorial areas and the valorisation of the riches that characterize them. The ongoing promotional campaign is also aimed at supporting tourism, both from Italy and abroad, aimed at destinations whose discovery or rediscovery can encourage an increase in overall incoming and help to decongest traditional destinations”. Satisfaction also expressed by Francesco Palumbo. “Visittuscany accompanies Arcobaleno’s communication through the website and connected social channels. In fact, over 120 events and almost 600 offers dedicated to the summer period are already present on the portal. With more than 4 and a half million visitors in 2023, more than 50 million views of content published on social media and almost 1 million followers (June 2024 data), visittuscany.com confirms itself as a fundamental tool for organizing your trip to Tuscany and, thanks to the collaboration of tourist operators and local administrations, it is ready to offer many opportunities for the new edition of Arcobaleno and throughout the summer. The flow of Arcobaleno events and offers also flows into the endless Tuscany Renaissance campaign. We therefore invite the Tuscan system to join the event by uploading offers and services on Visittuscany to enjoy the visibility of the countryside, thus giving tourists a wider choice of the very rich Tuscan offer”.
“The newspaper La Nazione – according to Luigi Caroppo – has always been the protagonist of all the editions of Arcobaleno d’estate. This year with even greater pleasure, celebrating the 165th anniversary of the magazine. The new edition is a symbol of participation and sharing: all the territories, even on this occasion, always make us say that Tuscany is truly beautiful everywhere”. “Undoubtedly living and working in Tuscany brings many advantages – explained Aldo Cursano – and Arcobaleno is a way for all of us, starting from the economic categories, to give something back to the citizens in the form of events and entertainment. But also to offer opportunities to discover places, history, culture and above all good living”. Franco Marinoni recalled how “the paternity of this initiative can be attributed to the former director Gabriele Canè who 12 years ago proposed the creation of an event that reflected the spirit of those initiatives that were already popular on the Romagna coast at the time. A great idea that has aroused ever-increasing interest over the years.” “Confesercenti – finally said Maila Bettaccini – you have participated every year in various initiatives, especially in the cities. This year we will do it in some smaller but no less important entities. The merit of Arcobaleno is to have brought together under a clearly recognizable logo, a large number of events capable of promoting and enhancing widespread Tuscany”.
